ISO vs. PayFac-as-a-Service; Pricing. All ISOs are not the same, however. In a similar manner, they offer merchants services to help make the selling process much more manageable. The key aspects, delegated (fully or partially) to a. e. As merchant’s processing amounts grow, it might face the legally imposed. Even better? Funds are settled to the PayFac’s account and it’s determined by the PayFac to move those funds to the merchant. Unlike PayFac technologies, ISO agreements must include a third-party bank to sponsor the contract. The second type is a more modern, technology-first payfac solution from a commerce provider like Stripe. The contract is typically between the sponsor and the merchant, but the ISO may sometimes be included in a three-party agreement. Payfac: A payfac operates under a master merchant account and creates subaccounts for each business it services. The PayFac aggregates transactions and sends them to its processor, keeping operations streamlined. Even within the payments industry, ISOs and the role they play are. Visa vs. At Payline, we’re experts when it comes to payment processing solutions. PayFac vs. PSP and ISO are the two types of merchant accounts. the PayFac Model. a PSP/PayFac. Payment Facilitators are 100% responsible for PCI Compliance, risk underwriting, funding and providing payment support. For example, an. ISOs never directly touch a merchant’s money as the money will flow directly from the payment processor to the merchant’s merchant. A Payment Facilitator, or PayFac, is a company that provides payment processing services to merchants looking to accept credit and debit cards. Payment Facilitators are 100% responsible for PCI Compliance, risk underwriting, funding and providing payment support. However, the setup process might be complex and time consuming. PayFac offers clients a choice if they wish to pay by cheque or bank transfer. Payment Facilitators contract directly with the sub-merchant for processing services and perform key payment activities in-house. PayFac vs ISO: 5 significant reasons why PayFac model prevails. leveraging third party vendors. Registered payment facilitators earn 20-40 basis points more per transaction than they would riding the rails of another wholesale PayFac. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. e. One classic example of a payment facilitator is Square. Maybe you want to learn about PayFac vs. 3. Go female, it describes the daylight sensitivity of a digital camera or a chunks of film. This means that there is no need for any charges between the issuer and the acquirer. For some ISOs and ISVs, a PayFac is the best path forward, but. ISOs, unlike Payfacs, rely on a sponsor bank to. Orange California Equipment Maintenance Agreement with an Independent Sales Organization. Once you’ve been authorized as a payment facilitator, the ongoing costs continue often exceeding $100,000 a year. Classical payment aggregator model is more suitable when the merchant in question is either an. In this article we are going to explain why payment facilitator model is becoming so popular (attracting more and more entities) while ISO model is gradually dying out, vacating the space for new payment facilitators. PayFac vs ISO: Contractual Process. Since it is a franchise setup, there is only one. As a result, PayFac or ISO must accept a higher level of accountability, which in the case of PayFacs maybe 100%. In this post, we break down the differences between a few of the most common routes you can take when it comes to integrated payment models: independent sales organization (ISO), full-fledged payment facilitator (PayFac), or PayFac-as-a-Service (PFaaS) models. In contrast, PayFacs have one or two processor relationships and onboard ISVs as referral agents. To fully understand the benefits of the payment facilitator model, it’s important to first take a look at what goes into creating a standard payment processing agreement. responsible for moving the client’s money. For example, an artisan. For businesses, the difference between using payfac-as-a-service compared to becoming a payfac comes down to time, cost, and risk. Payfac: A payfac operates under a master merchant account and creates subaccounts for each business it services. On. What’s the Difference? Before payment facilitators began enabling smaller merchants to accept payments, acquiring banks relied on another. PayFac vs ISO: which one to choose for your business? Read article. The contract is typically between the sponsor and the merchant, but the ISO may sometimes be included in a three-party agreement. Payment Facilitation as a Service, also known as PayFac as a Service or PFaaS, allows software platforms and SaaS providers the ability to act as a merchant account for their end users. Equip your business with the knowledge to choose the right payment strategy. When you want to accept payments online, you will need a merchant account from a Payfac. Payfac: A payfac operates under a master merchant account and creates subaccounts for each business it services. For example, an. However, the setup process might be complex and time consuming. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. What is a payment facilitator? A payment facilitator, also known as a “payfac” or payment aggregator, is a payment model that has grown tremendously over the past few years. Now let’s dig a little more into the details. However, the setup process might be complex and time consuming. Processor relationships. The ISVs that look at the long. To learn more about the differences between these payment models, see our blog: PayFac vs ISO: Weighing Your Payment Options. The second type is a more modern, technology-first payfac solution from a commerce provider like Stripe. Both offer ways for businesses to bring payments in-house, but the similarities end there. Examples. ISO. While some software providers starting out as an ISO or referral partner may elect a managed payfac solution as the next logical tech enablement progression, other providers may not want to relinquish visibility and control to a third. This was around the same time that NMI, the global payment platform, acquired IRIS. Acquirer = a payments company that. The Visa Global Registry of Service Providers is the payment industry's designated source for information on registered and compliant agents that provide payment-related services to Visa clients and merchants. an ISO. A. Chances are, you won’t be starting with a blank slate. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. The Visa® merchant aggregation model covers all commerce types, including the face-to-face and e-commerce environments, and helps to increase electronic payment acceptance for merchantsThe differences of PayFac vs. Onboarding workflow. It is when a business is set up as a primary merchant account and provides payment processing to its sub-merchants. PSP and ISO are the two types of merchant accounts. The main difference between these two technologies,. Payment Facilitator (PayFac) vs Payment Aggregator. However, the setup process might be complex and time consuming. One of the main benefits to adopting the Payfac ® model is the increase in revenue you get from each transaction processed using your software. Worldpay was one of the first processors to offer payfac extensibility. Payfac is the abbreviated term often used in the payments industry to describe a company that provides payment processing services to. Technology has fundamentally changed how businesses, acquiring banks, and card networks work together. So naturally, any company considering the option needs to make sure the investment they’ll make in the Payfac model makes sense financially. PayFac vs ISO: Key Differences. The SaaS provider onboards clients via a non-intrusive application process -- making it simple for the user base to quickly begin accepting customer payments by credit card. Clover vs Square. Reducing. Merchants get underwritten more efficiently, while acquirers are relieved of some merchant services, delegated to PayFacs for a reward. ISO does not send the payments to the merchant. Under the PayFac model, a merchant is set up under the PayFac’s master account, but they are onboarded with their own unique MID. GETTRX Zero; Flat Rate; Interchange; Learn. A PayFac will function as a payment facilitator in this general sense (though it's important to note the differences outlined above), and you can use a payment gateway to translate data between the PayFac and the credit card providers. So, what. However, the setup process might be complex and time consuming. This means that there is no need for any charges between the issuer and the acquirer. Payfac: What’s the difference? Independent Sales Organization (ISO) is a third-party entity that partners with payment processors or acquiring banks to facilitate merchant services. VC Funding Hit a 5+ Year Low in Q1’23: CBInsights and Carta vs. When you want to accept payments online, you will need a merchant account from a Payfac. Blog. Owners of many software platforms face the need to embed. GETTRX’s Zero and Flat Rate packages offer transparent billing, competitive rates, and industry-leading customer service, making them ideal choices for businesses seeking a seamless payment experience. After the vetting process, the PayFac entity adds the sub-merchant to its master list of sub-merchants or customers. The PayFac model thrives on its integration capabilities, namely with larger systems. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. Before this model was available, businesses would often partner with an ISO to enable payment acceptance for its clients—and many still do today. To help us insure we adhere to various privacy regulations, please select your. Depending on your processing volumes there are two different types of merchant accounts that you will qualify for, either a PSP and an ISO. For example, an. The arrangement made life easier for merchants, acquirers, and PayFacs alike. B2B. You own the payment experience and are responsible for building out your sub-merchant’s experience. ISOs are an exceptionally important part of the payments ecosystem, serving a critical role that supports both their processing partners and their merchants. ISOs rely mainly on residuals, a percentage of each merchant transaction. To manage payments for its submerchants, a Payfac needs all of these functions. 0 vs. As mentioned, the primary difference between payment facilitators & payment processors lies in how merchant accounts are organized. If a marketplace or any other company (ISO, SaaS provider, ISV, franchisor, venture capital firm) decides that it is the right time for it to become a white-label or full-fledged PayFac, it can do so. For example, an. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. As small business grows, MOR model might become too restraining, while payment facilitators provide robust APIs, which sometimes allow merchants to customize each function separately, according to their. The PayFac, he said, has emerged, and evolved from its 1990s underpinnings where merchant acquirers had handled that merchant enrollment, boarding, underwriting and even settlement. I/C Plus 0. As such, read on to discover how the PayFac model works, how to get the best out of it, and how your company can become a payment facilitator. Understanding the Payment Facilitator model The payment facilitator model was created as a way of streamlining business’ processes in a way that would allow them to accept electronic. Now that you’ve learned about what a PayFac is, you might want more information. Without ISOs, a relatively small handful of global and regional payment processors would each be forced to interact with thousands. You may have also heard the name “Member Service Provider (MSP)”, which is the term Mastercard uses to call ISO. Payfac as a Service providers differ from traditional Payfacs in that. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. PayFac vs ISO is an illustrative example of natural selection and adaptation in the fintech world. At the same time, more companies are implementing PayFac model and establishing PayFac payment gateway partnerships. Payment facilitation (Payfac) is a service that allows businesses to accept payments from their customers in a variety of ways. Payment facilitator model allowed all categories of entities to benefit: merchants received fast and smooth underwriting, acquirers could save resources and service larger numbers of merchants. For example, an. Integrated Payments. Payfac: A payfac operates under a master merchant account and creates subaccounts for each business it services. Each of these sub IDs is registered under the PayFac’s master merchant account. If the merchant fits the requirements, PayFac onboards is a sub-merchant under the master MID. In this article we are going to explain why payment facilitator model is becoming so popular (attracting more and more entities) while ISO model is gradually dying out, vacating the space for new payment facilitators. In the current downturn, said Mielke, the PayFac or ISV that is diversified will be better positioned to weather the storm. For example, an. ISOs. While all of these options allow you to integrate payment processing and grow your. Episode 2 is live! Our guest on this episode is Menda Sims, Chief Payments Officer at Stax Payments. Payfac Pitfalls and How to Avoid Them. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. Payfac is a contracted Independent Sales Organisation (ISO), so they have the responsibility to manage their own sales agents and underwriters and adhere to the rules of the card associations. Top content on Payfac, Payment Services and SaaS Payments as selected by the SaaS Brief community. An ISO (Independent Sales Organization) is similar to a PayFac in a lot of ways. You own the payment experience and are responsible for building out your sub-merchant’s experience. (ISO). But how that looks can be very different. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. Stripe provides a way for you to whitelabel and embed payments and financial services in your software. Our belief remains that all payfacs will inevitably write directly to the networks and avoid the processors for so many reasons. For their part, FIS reported net earnings of $4. Payment facilitation, or “payfac,” continues to grow in popularity among software providers and is designed to facilitate payment card acceptance without requiring individual merchants to go through the lengthy process of establishing traditional merchant accounts. Understanding the differences between an ISO versus a PayFac will help you see why using a plug-and-play PayFac-as-a-Service solution is the most effective payment acceptance choice. Can an ISO survive without becoming a PayFac? Becoming a PayFac (i. With the payment facilitator or PayFac model, every user gets a sub-merchant ID. Even better? Funds are settled to the PayFac’s account and it’s determined by the PayFac to move those funds to the merchant. ” A PayFac can have a two-party agreement, meaning it enters into a direct contractual relationship with its merchants (with or without a. Menda chats with Deana Rich about two main topics. MSP = Member Service Provider. If necessary, it should also enhance its KYC logic a bit. While there are many benefits of integrating to a Payfac, two of the most notable are frictionless onboarding and risk, liability and costs associated. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. June 14, 2023 PayFac Vs. Just to clarify the PayFac vs. Can an ISO survive without becoming a PayFac? Becoming a PayFac (i. In this post, we break down the differences between a few of the most common routes you can take when it comes to integrated payment models: independent sales organization (ISO), full-fledged payment facilitator (PayFac), or PayFac-as-a-Service (PFaaS) models. 20) Card network Cardholder Merchant Receives: $9. You may also like. PayFac vs ISO: Weighing Your Payment Options . This allows faster onboarding and greater control over your user. There are several ways for businesses to go about accepting payments, and two of the most popular provider options are PayFacs and Independent Sales Organizations (ISOs). 00 Retains: $1. However, the setup process might be complex and time consuming. The ISO acts as an intermediary between the merchant and the payment processor, taking care of merchant recruitment, sales, and ongoing merchant support, while the processor handles transactions behind the scenes. The main difference between payment aggregator and a payment facilitators is that their sub-merchants all have different MIDs in a PayFac. Both offer ways for businesses to bring payments in-house, but the similarities end there. They offer merchants a variety of services, including. becoming a payfac. Sometimes a distinction is made between what are known as retail ISOs and. For example, an artisan. This site uses cookies to improve your experience. Swipesum data all you need in know about Payfac vs ISO. Here’s how Visa defines payment facilitators and sponsored merchants: “PayFac or merchant aggregator, a payment facilitator is a third party agent. For example, if you’re selling in-store, then your ISO should offer you a point of sale software and. Contracts. So, what. Some ISOs also take an active role in facilitating payments. PayFac vs ISO: Contractual Process. For example, an artisan. Modern PayFacs find it more profitable to integrate with just one processor/gateway and provide merchant processing services (onboarding, chargeback. The tool approves or declines the application is real-time. While an ISO product will sometimes take weeks to approve a merchant due to the more stringent and quite often paper-based application process, PayFacs are able to approve. However, the setup process might be complex and time consuming. PayFac vs ISO: When Does One Make Sense over The Other? Add comment. This allows faster onboarding and greater control over your user. But for this purpose, it needs to build a strong relationship with an acquirer that will underwrite it as a PayFac. Third-party integrations to accelerate delivery. You must be logged in to post a comment. PayFac: How the Two Most Common Types of Payment Intermediaries Differ. For SaaS providers, this gives them an appealing way to attract more customers. The PayFac model has gained popularity in recent years, as it allows businesses to simplify their payment processing and reduce costs, while also providing a better customer experience. Cutting-edge payment technology: Extensive. What is a Payment Facilitator (Payfac)? Payfacs are an evolution of a long-established distribution model in the payments industry. 1. Learn more: PayFac vs ISO: which one to choose for your business? Benefits of becoming a PayFac. New Zealand -. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. You see. One of the most significant differences between Payfacs and ISOs is the flow of funds. ISO, so you can choose one of the two, or you’re looking for a PayFac solution for your business. Payroc LLC is a registered independent sales organization (ISO/MSP) for Fifth Third and Wells Fargo Bank, N. However, the setup process might be complex and time consuming. 4. There are DEF benefits to. However, the setup process might be complex and time consuming. In order to provide a plausible explanation, we need to understand the evolution of the merchant services industry. 9% and 30 cents the potential margin is about 1% and 24 cents. At first it may seem that merchant on record and payment facilitator concepts are almost the same. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. A. ISOs mostly resell merchant accounts, issued by multiple acquiring banks. PayFac is more flexible in terms of providing a choice to. ISO serves as an intermediary between merchants and acquiring banks, taking responsibility for essential functions such as merchant onboarding, sales. This means that a SaaS platform can accept payments on behalf of its users. becoming a payfac. This model gives your users the ability to seamlessly accept payments directly from your platform and allows you to own and monetize the payments experience. They’ll listen to you and guide you in developing the solutions your customers want and need. For example, an. Also, unlike an ISO, the PayFac provides the processing services, settlement of funds, and billing to the merchant. Risk management. The types of new entities an ordinary ISO can turn into include a PayFac, a wholesale ISO, a next-generation ISO, or a merchant services consultant. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. In simple terms, the MOR is the name that the customer (cardholder) sees on the receipt. ; Re-uniting merchant services under a single point of contact for the merchant. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. There are two types of merchant account providers: independent sales organizations (ISO) and payment facilitators (PayFac), also known as payment service providers (PSP). (PayFac) Receives: $3. Establish connectivity to the acquirer’s systems Two-way information flow: • Th Payfac pushes messages the acquirer (transaction info). Read article. In a similar manner, they offer merchants services to help make the selling process much more manageable. However, the setup process might be complex and time consuming. This is because the per-transaction payment processing rates are typically better for merchant accounts—as opposed to sub-merchant accounts. Square has been one of the most disruptive technology companies in the past decade, yet they recently caught the media’s attention for the wrong reason. Payfac’s immediate information and approval makes a difference to a merchant. Visa, Mastercard) around 2011 as a way for aggregators to provide more transparency into who their sub-merchants were. Marketplace vs ecommerce platform: What's the difference? Read article. A PayFac is a processing service provider for ecommerce merchants. Payment Facilitator vs ISO. This can include card payments, direct debit payments, and online payments. A guide to marketplace payments. The arrangement made life easier for merchants, acquirers, and PayFacs alike. In contrast, PayFacs have one or two processor relationships and onboard ISVs as referral agents. For example, an artisan. It also needs a connection to a platform to process its submerchants’ transactions. Acquiring banks willingly delegated them to payment facilitators in exchange for part of liabilities and residual revenues. or by phone: Australia - 1300 721 163. PayFac is software that enables payments from one vendor to one merchant. However, the setup process might be complex and time consuming. 1 billion for 2021. This also means the Payfac assumes the merchant’s credit liability, but they diversify this risk by aggregating a large pool of merchants under them. Moreover, integrating a payfac solution into ISV’s software removes the need for a merchant to create a relationship outside of the software with acquiring banks or payment gateways. An ISO, or independent sales organization, is a company that resells payment services to merchants on behalf of a payment processor or acquiring bank. PayFacs perform a wider range of tasks than ISOs. What is a payment facilitator? A payment facilitator, also known as a “payfac” or payment aggregator, is a payment model that has grown tremendously over the past few years. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. Payment Processors are responsible for authorization, authentication, data security, settlement, clearing, and reporting services, while ISOs focus on sales, marketing, merchant support, customer service, and value-added services. I SO. The Payment Facilitator uses a sub-merchant platform to provide two types of merchant accounts, a PSP and an ISO. This solution includes hosted payment pages; one-time, subscription, and one-click billing solutions; risk management; affiliate tools, and end-user customer support. These companies include owners of SaaS platforms, franchisors, ISO, marketplaces, and venture capital firms. Enabling businesses to outsource their payment processing, rather than constructing and maintaining their own. PSP = Payment Service Provider. For example, an. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. The payfac accepts and processes payments on behalf of merchants (called submerchants in this context), through a contract with an acquirer. implementation of a payment facilitator model) calls for getting certified as one by the respective acquirer, and for. You own the payment experience and are responsible for building out your sub-merchant’s experience. A PayFac, or payment facilitator, is a merchant services model that streamlines the merchant account enrollment process by onboarding a merchant as a sub-account under the PayFac’s master account. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. June 14, 2023 PayFac Vs. Fast, efficient boarding solutions that orchestrate third-party and internal systems to help you turn prospects to customers – face-to-face, on the phone, or online. 00 Payment processor/ merchant acquirer Receives: $98. 8–2% is typically reasonable. A payment processor is a company that works with a merchant to facilitate transactions. Gateway Service Provider. Payment Facilitator. About Us; FAQs; Blogs; Sponsorships; Careers; GETTRX Blogs. The ISO acts as an intermediary between the merchant and the payment processor, taking care of merchant recruitment, sales, and ongoing merchant support, while the processor handles transactions behind the scenes. Payment Facilitators offer merchants a wide range of sophisticated online platforms. If you are an existing Bambora customer who needs assistance there are our support guides that can be found here. PayFac, which is short for Payment Facilitation, is still a relatively new concept. Jun 29, 2023. Generally, a PayFac is a good fit for businesses that process less than $1 million in payment volume annually, while an ISO is well-suited for larger businesses that process more than this. See moreWhat is a payment facilitator (payfac)? What is an independent sales organization (ISO)? What are the differences between ISOs and payfacs? Do I need an. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. PayFac-as-a-service delivers a competitive payment program with instant onboarding of merchants while creating a seamless customer experience. implementation of a payment facilitator model) calls for getting certified as one by the respective acquirer, and for. #ISO registration. When choosing between a Payment Facilitator (Payfac) and a Merchant of Record (MoR) for your business, several key factors should be carefully considered: 1. Payfac 45. PayFac vs ISO: Differences, Similarities, and How to Choose the Right One 11 Like Comment Share Copy; LinkedIn; Facebook; Twitter; To view or add a comment, sign in. 收单行收取费用,有时称为Merchant Discount Rate , 该费用通常为每笔交易额的百分比。复杂之处在于,一般收单行收取的总交易费用可以分为多个不同部分,由. This series, “Just the FACs,” tracks the development and progression of ISVs and PayFacs. One of the key differences between PayFacs and ISO systems is the contractual agreement. Industries. The second type is a more modern, technology-first payfac solution from a commerce provider like Stripe. A PayFac, or payment facilitator, was originally defined by Visa® and Mastercard® to describe the entity that is officially doing business with the card brands. Payfac: A payfac operates under a master merchant account, and creates subaccounts for each business it services. Marketplaces that leverage the PayFac strategy will have an integrated. The terms aren’t quite directly comparable or opposable. To put it another way, PIN input serves as an extra layer of protection. Table of Contents [ hide] 1. Jun 29, 2023. An ISO works as the Agent of the PSP. ISVs create software for companies in the payments industry. 3. All in all, the payment facilitator has the master merchant account (MID). However, the setup process might be complex and time consuming. ”. By setting up its own merchant account via an ISO, the retailer can negotiate specific terms and rates, potentially saving money in the long run. Here’s how Visa defines payment facilitators and sponsored merchants: “PayFac or merchant aggregator, a payment facilitator is a third party agent that. In this model, the issuer (having the relationship with the cardholder) and the acquirer (having the relationship with the Merchant) is the same entity. One of the key differences between PayFacs and ISO systems is the contractual agreement. PayFac = Payment Facilitator. Payment facilitation requires the master merchant (usually the software provider) to take legal and financial responsibility for the transaction that occur under the primary merchant. PayFac vs. However, the setup process might be complex and time consuming. For example, an. Besides that, a PayFac also takes an active part in the merchant lifecycle. For starters, ISOs function only as resellers. Proven application conversion improvement. However, the setup process might be complex and time consuming. A three-party scheme consists of three main parties. You must be logged in to post a comment. At Payline, we’re experts when it comes to payment processing. In banking and payments, ISO stands for independent sales organization – a type of merchant services company that acts as an intermediary and matches merchants with the payment processing services they need. The second type is a more modern, technology-first payfac solution from a commerce provider like Stripe. Our digital solution allows merchants to process payments securely. This includes underwriting, level 1 PCI compliance requirements,. For example, an. In fact, when a merchant is seen as potentially liable for fraudulent activity, an ISO and/or processor are sometimes named as codefendants, along with people at the ISO or processor who. Most businesses that process less than one million euros annually will opt for a PSP. To help us insure we adhere to various privacy regulations, please select your country/region of residence. If your sell rate is 2. Both PayFacs and ISO’s (independent sales organizations) act as intermediaries between merchants and payment processors . Toward the middle person, ISO is the acronym used by the International Arrangement for Standards. Payment processors do exactly what the name says. Fast, efficient boarding solutions that orchestrate third-party and internal systems to help you turn prospects to customers – face-to-face, on the phone, or online. .